"For the last 18 months I’ve been helping a retailer improve their customer acquisition and retention through a wide variety of projects. That’s meant I’ve had the pleasure of getting to grips with the UniFida system. I really do mean pleasure – I’ve been in eCommerce for over 15 years and it’s been great to finally be able to understand what’s influencing our new and repeat purchases (including both on and offline marketing activity). Being able to segment those results by pretty much any criteria we want has enabled us to improve our testing plans for the future much faster than we otherwise would have been able to. What’s made the tool particularly powerful is that although 90% of what you want is there out of the box, customising for the last 10% has been very straightforward. Which means we’ve been able to bring the insight UniFida gives us into far more projects that I would have ever thought possible."